Kettle & Co · Insights

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01The headlines

Best performer

158k

Founder story reel

Comments

+97%

vs last period

+500%

Engagement rate

+104%

02What the data says

The big insight

Your audience shows up when you point the camera outward — at people, places and ideas in your world. The more a video feels like an insider's tour of the industry, the further it travels.

158k

Founder story

63.9k

Hot take

Instagram — reach

Three formats are doing the heavy lifting: venue love letters, founder stories and debate-starters. Fewer, better posts is working — comments are up sharply on lower volume.

+97%

Comments

-15%

Impressions (by design)

LinkedIn — conversion

Smaller audience, closer to the buyer. The same videos travel further here when the caption is rewritten for the platform rather than copy-pasted — that's now standard practice.

+104%

Engagement

+500%

03What we're doing about it

More of

Founder storiesReal person, real business, emotional arc — your two biggest posts of the period are both this.
Venue love lettersThe "Why I Love" format keeps landing; it positions you as the person who knows what great looks like.
Debate-startersA take people can disagree with turns comments into reach.

Rethinking

Operational content on InstagramSystems and process material earns more with the LinkedIn audience — we're moving it there.
Pure concept piecesBig ideas need a person, a place or a hook to anchor them; the idea alone isn't carrying.

Retiring

Copy-pasted captionsSame video is fine — same words aren't. Every post now gets a platform-native caption.
Internal business updates on InstagramThat story matters, but this audience isn't who it's for — it lives on LinkedIn now.

04The one-liner

If you remember one thing